The Twittersphere has been buzzing today (November 7) with delighted fans, tweeting about the brand new Marks and Spencer's Christmas advert which features one very familiar face.

The advert which is titled Love The Bear sees childhood favourite Paddington, save Christmas from the perils of a robber who threatens to steal all the presents.

This festive season, M&S has teamed up with a treasured British icon to create a truly special Christmas - as Paddington is unveiled as the star of Marks & Spencer’s Campaign for 2017, which will launch with the hashtag, #LoveTheBear.

It’s Christmas Eve at Windsor Gardens and Paddington is fast asleep. However, his dreams of marmalade are interrupted by a loud thud on the roof. Upon investigation, he stumbles upon a burglar and despite the burglar’s protests that he is “not Santa” the determined and good-natured bear begins to ‘help’ him deliver the presents back to where they belong.

Seeing the good in everyone, Paddington innocently helps the burglar see the error of his ways and as they place presents into personalised stockings and pause for mince pies, he unknowingly averts a crisis and ensures a truly special moment for neighbour Alice, and a happy Christmas for all.

Twitter users responded very positively to the advert, with The Mirror branding the bear as an "unlikely festive hero."

In a first for M&S, the heart-warming story of the advert has been turned into a children’s Christmas storybook available in stores and online for £3. All profits will be donated to the NSPCC to help fund its vital Childline service over the Christmas season.

The campaign retains the philosophy of M&S’ ‘Spend it Well’ brand platform launched earlier this year - encouraging customers to focus on the people, experiences and things that matter to them most, something that is never more important than at Christmas.

Paddington, who is named after the famous area of London where M&S is also based, will take a lead role in helping the retailer create a series of special moments for its customers and the communities it serves through partnership activity.

The advert works in association with the new Paddington film which is being released into cinemas on November 10, and is set to rival the hotly anticipated John Lewis advert which spoilers reveal will feature a cuddly monster.

Last night, social media got a glimpse of the John Lewis offering as a three second clip captioned #UnderTheBed popped into users' feeds.

The three second clip sees nothing more than the tag line and a big pair of sparkling eyes emerging from the dark.

Megan Norris, thinks she's got this sussed, tweeting: "I'm calling it, the JL Christmas advert is about a monster who lives under your bed but isn't a monster, he's just misunderstood."